Safeway launches 'Open Nature' product line

Jan. 26, 2011
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by Bryan Salvage

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PLEASANTON, Calif. – Safeway Inc. has launched its Open Nature line of 100% natural foods. Open Nature is a new line of more than 100 products made with 100% natural ingredients from natural sources, with nothing artificial added. The first Open Nature items are available now in Safeway’s meat departments, featuring fresh beef and pork, fresh chicken, chicken sausages, bacon and beef hot dogs.

Open Nature meat and poultry products must meet the following criteria: raised without antibiotics; no added hormones; fed an all-vegetarian diet; and no artificial preservatives. Open Nature meat and poultry products offer exceptional juiciness, tenderness and flavor. Natural Angus beef and fresh pork are available now in select stores. Items are priced between $3.99 and $5.99.

“Open Nature is a great addition to Safeway’s portfolio of health and wellness brands joining O Organics and Eating Right,” said Joe Ennen, senior vice president of consumer brands. “It’s another demonstration of Safeway’s commitment to providing our customers the best possible experience when they prepare and eat meals for themselves and their families. Open Nature is Safeway’s way of providing shoppers access to simple, flavorful food made from all-natural ingredients that is as close to nature as possible.”

Additional Open Nature products will be available throughout the year across even more categories, such as bread, yogurt, ice cream, salad dressing, frozen foods and many others. For more information about Open Nature, go to www.safeway.com.

Safeway Inc. is one of the largest food and drug retailers in North America, based on sales. The company operates 1,702 stores in the US and western Canada and had annual sales of $40.8 billion in 2009.

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